It was in 1982, when Diet Coke first burst onto the scene. "When Diet Coke debuted in 1982, the brand struck a chord by inviting people to drink it 'Just for the Taste of It.' Offering the authenticity of the Coca-Cola name with no calories, Diet Coke was exactly what people wanted," said Katie Bayne, chief marketing officer, Coca-Cola North America, in a media note.
"A quarter-century later, Diet Coke remains the world's favourite no-calorie sparkling beverage and continues to refresh people every day with the one-of-a-kind taste they love."
Diet Coke has always epitomized adult style and a life well lived. A host of celebrities have embraced and endorsed Diet Coke. "Since its launch, Diet Coke has been synonymous with stylish sophistication," said Bayne. "Through the years, Diet Coke marketing and advertising has reflected and embraced pop culture, and the brand has become a global icon that embodies great cola taste with an undeniable sense of style."
Diet Coke helped define the low-calorie segment of the beverage industry at a time when sales of 'diet' beverages were a fraction of what they are today. "For almost 100 years, until the introduction of Diet Coke, the flagship Coca-Cola name had never been extended to another brand," said Philip Mooney, director, archives, The Coca-Cola Company.
"The launch of Diet Coke pioneered groundbreaking product innovations in the beverage industry and helped to accelerate the success of a Company that now offers more than 400 different beverage brands around the world."
Diet Coke has been an innovation leader for the past 25 years. Since the launch of Caffeine-free Diet Coke, the first extension of the Diet Coke brand, in 1983, Diet Coke has kept pace with its fans' changing desires for variety with new product offerings. This tradition continues today with the introduction of Diet Coke Plus, which provides a refreshing taste and a source of essential vitamins and minerals.
Over the past 25 years, Diet Coke has become an international household name.